Partner Advisors served as
advisor to Caesars Entertainment in defining the new value proposition,
selecting a new issuer and payment network, developing program contracts, and
continue to advise on launch planning and program growth initiatives.

Press Release

LAS VEGAS and DALLAS, March 28, 2013 /PRNewswire/ -- Caesars Entertainment Corporation (CZR), a leader in hospitality and entertainment, today announced it is partnering with Alliance Data Systems Corporation's (ADS)
Retail Services Business, a leading provider of loyalty and marketing
solutions, to launch a new Total Rewards credit card, providing another
way for the loyalty program's members to earn credit in the
award-winning loyalty program.

In partnership with Caesars, Alliance Data will launch the Total
Rewards Visa co-brand credit card, enabling cardholders to accelerate
their earnings through Total Rewards program for purchases made at
Caesars' resorts as well as on all other purchases made with the card
outside of Caesars locations. In addition, premier Total Rewards Visa Signature®
cardholders will have access to all of Visa Signature's benefits,
including travel, entertainment, sports and travel protection benefits.
Caesars' Total Rewards loyalty program, winner of Colloquy's
2012 Master of Enterprise Loyalty award, sets the industry standard in
recognizing and rewarding members based on their engagement across
Caesars resorts, including dining, entertainment, hotel stays, shopping
and more.

"At Caesars, we focus on building relationships and loyalty with our
guests through a distinctive combination of great service, memorable
experiences and unmatched rewards. These also are the attributes we
sought in a partner to help us grow our credit card program, and to help
provide our guests new opportunities to earn benefits through Total
Rewards," said Joshua Kanter, SVP of Total Rewards at Caesars
Entertainment. "Alliance Data brings a comprehensive suite of tools that
will enable our guests to easily and conveniently join our new credit
card program. Alliance Data's purchase data and customer profiling tools
will allow us to gain even deeper insight into our guests' preferences
and shopping behaviors."

"We are excited by this strategic partnership with Caesars
Entertainment and are dedicated to working with Caesars to enhance the
industry-leading Total Rewards program. Together, we will bring on new
cardholders and ensure that these Caesars customers are rewarded in ways
that are increasingly meaningful and valuable to them," added Melisa
Miller, president of Alliance Data Retail Services. "We look forward to
collaborating closely with this dynamic company to enhance its brand
affinity and drive sustained loyalty among its valued guests. This new
partnership also extends Alliance Data's commitment to the hospitality
category – a key growth vertical for Alliance Data Retail Services."

Alliance Data will enable Caesars to develop a deeper understanding
of its cardholders through analysis of purchase behaviors, and will also
help Caesars to further engage cardholders through expanded
customer-relevant channels – all to increase cardholder loyalty to the
Total Rewards program and the broader portfolio of Caesars brands.
Caesars will also have access to Alliance Data's advanced set of digital
and mobile capabilities connected to the card program, which will give
Caesars customers the convenience of using their smartphone to apply for
the Total Rewards credit card. All credit card accounts will be
targeted to customers that meet Alliance Data's traditional credit
quality standards.